The document discusses 5 key email marketing trends for 2013 that should not be missed. It focuses on using data more effectively, engaging in dialogue with multi-channel consumers, optimizing emails for mobile, improving contact points like the sender, subject line and pre-header, and communicating on a more personalized 1-to-1 level. The overall theme is sending the right message to the right person at the right time through the right channel.

1. VOTRE DÉFI 2013 :
5 TENDANCES CLÉS EN EMAIL MARKETING
À NE PAS MANQUER CETTE ANNÉE
Arianna Galante, Directeur Général France / Director of Agency Dept.
Paris, 30 janvier 2013
@contactlab @digitalzia #EMP2013
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

2. CONTACTLAB EN BREF
Plus de 1.000 clients
Plus de 40 millions d’emails et 400 campagnes routés par jour
15 ans d’expérience
Plus de 120 experts dans l’email marketing
5 bureaux à Milan, Paris, Munich, Londres et Madrid
1 positionnement unique :
• Technologie : Routeur
• Créativité : Agence
• Analyse : Business Intelligence
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 2

3. CONTACTLAB EN BREF
Stratégies de communication digitale
Sites /
Emails Sondages Jeux concours Médias sociaux
mini-sites
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 3

4. CONTACTLAB EN BREF
Accompagnement complet
stratégie
création
déploiement et testing
reporting et analyse
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 4

5. CONTACTLAB EN BREF
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 5

6. 1/ UTILISONS DAVANTAGE LES DATAS
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 6

7. ANALYSE OUVERTURES / CLICS / VENTES
Nouvelle collection illy Art Collection par Michelangelo Pistoletto
Taux de clic
Dimension des cercles :
Taux emails envoyés
d’ouverture Intensité de la couleur :
ventes
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 7

8. INFLUENCE DE L’EMAIL SUR LES VENTES
Même article / autre
Article de l’email TOTAL COLLECTION AUTRES COLLECTIONS TOTAL
couleur, matière
Cdes CA Cdes CA Cdes CA Cdes CA Cdes CA
ONLINE
Ouvertures
OFFLINE
Total
ONLINE
Clicks
OFFLINE
Total
6X
100 X
Fenêtre d’influence : 30 jours
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 8

9. IDENTIFICATION DES SEGMENTS CLES : les inactifs (exemple)
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10. IDENTIFICATION DES SEGMENTS CLES : stimuler le réachat
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11. 2/ DIALOGUONS
AVEC UN CONSOMMATEUR MULTI-CANAL
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 11

12. BIENVENUE DANS LE MONDE DES «4-SCREEN PEOPLE»
Notre consommation de médias
se fait devant un écran
On passe aisément d’un
dispositif à l’autre
On en utilise plusieurs à la fois
(surtout lorsque devant la
télévision)
Notre navigation est
séquentielle, sur un mix de ces
dispositifs (mobile > PC)
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 12

13. LES IMPLICATIONS
Une attention fragmentée
Plus d’opportunités d’être vus par une cible toujours joignable
UN DEFI
Passer du multi-canal au cross-canal
La cohérence des points de contact
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 13

14. UTILISER L’EMAIL COMME PONT VERS LES INITIATIVES MULTI-CANAL
MOBILE
EM@IL
MARKETING
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 14

15. 3/ FACILITONS LA LECTURE DEPUIS MOBILE
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 15

16. BIENVENUE DANS UN MONDE DE PLUS EN PLUS MOBILE
Les ouvertures depuis mobile représenteront 15 à 65% des ouvertures d’email.
- eMailmonday - “Party safe mobile email stats” (2013)
43% des emails sont lus depuis un dispositif mobile, plus que depuis desktop ou
webmail. - Litmus - “Email Analytics” (Décembre 2012)
Les décisions d’achat mobile sont influencées par l’email dans 71% des cas – seulement
les amis ont plus d’influence (87%). – Adobe “2013 Digital Publishing Report: Retail Apps & Buying
Habits”
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 16

17. PLEIN DE POTENTIEL… MAIS AVEC DES NOUVELLES EXIGENCES
Si un email n’est pas visualisé correctement,
69,7% des consommateurs l’effaceront immédiatement.
- BlueHornet “Consumer Views of Email Marketing” (2012)
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 17

18. VERS L’EMAIL RESPONSIVE… OU DU MOINS VERS L’OPTIMISATION MOBILE
Après les sites responsives, l’email responsive
o personnalisation des dimensions et du
contenu en fonction du dispositif
o aucun clic supplémentaire
o 1 message / 2 gabarits
o des composantes «touch»
o images cliquables sur BlackBerry
o images adaptées à la résolution
Mais aussi plus de temps de préparation et
de codage
 Alternative : un design plus simple, 1
colonne
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 18

19. 4/ SOIGNONS LES POINTS D’ENTREE
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 19

20. L’EXPEDITEUR : identifiez-vous et votre message
Elément souvent sous-estimé
Détermine en partie le taux d’ouverture
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 20

21. L’OBJET : 30 caractères pour convaincre
Une promesse faite aux
ouvreurs
La plupart des messageries
permettent de visualiser
entre 45 et 50 caractères
d’un objet
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 21

22. LE PRE-HEADER : soutenez l’objet de votre email
Texte éditable entre objet et corps de l’email
Visualisation
o premier texte immédiatement lisible, même sans ouverture
o sur certains dispositifs mobiles, iPhone, iPad, Gmail et Outook on le voit
même s’il n’y a pas d’ouverture
Élément clé du message
o concentré de l’email
o sous-titre
o sommaire
o appel à l’action avec lien direct
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 22

23. LE PRE-HEADER : soutenez l’objet de votre email
Objet : Célébrez les fêtes de fin d’année avec GUCCI NOW
Pre-header : Dans ce numéro : les accessoires chics pour
feter le Nouvel An, un reportage sur le tapis rouge…
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 23

24. LE PRE-HEADER : soutenez l’objet de votre email
Objet : illy vous fait un cadeau pour Noël
Pre-header : Profitez de cette offre jusqu’au 13 décembre
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 24

25. 5/ COMMUNIQUONS 1 TO 1
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 25

26. PERSONNALISATION DES MESSAGES
1.
Plus de 50 combinaisons :
2.
1. Situation familiale
2. Conseils produits
3. Promotion magasin
3.
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 26

27. UN PARCOURS DE COMMUNICATION COMPORTEMENTAL
UP/CROSS-
SELLING
CONFIRMATION
Achète CONSEILS
D’ACHAT
SONDAGE DE
Clique N’achète pas POST CLIC
SATISFACTION
Abandonne le ABANDON DE
Ouvre
panier PANIER
Surveiller dans le
ENVOI Ne clique pas INACTIFS
temps
Surveiller dans le
N’ouvre pas INACTIFS
temps
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 27

28. ET UNE TENDANCE QUI RESUME LE TOUT : NOTRE MANTRA
 Contenus à valeur ajoutée pour le consommateur
Le bon message
 Une variété de contenus, pas que de la vente !
 Personnalisation
A la bonne personne
 Segmentation
 Suivre le cycle de vie du consommateur
Au bon moment  Observer le comportement
 Calibrer timing et fréquence
www
 Respecter les préférences et les habitudes de consommation
Sur le bon canal
 Garantir une expérience cross-canal fluide
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 28

29. ContactLab
e-mail & e-marketing evolution
Merci.
Arianna Galante – arianna.galante@contactlab.com
www.contactlab.fr
www.newslettermonitor.com
12 rue du Helder
75009 Paris
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.